French native ad firm Adyoulike has purchased its British rival Content Amp, according to a Rude Baguette report cited by VentureBeat. The acquisition deal is valued at $2.5 million, the report said.

The purchase gives Adyoulike a convenient way to enter the UK market. The two firms are both in the native ads industry and were about to target the same customers, the report explained.

Adyoulike is an ad-tech company that targets readers through content and lets clients track their ad performance. The firm also creates native ad campaigns for various brands and distributes them via different formats. Its strength lies in its responsive native ads. Adyoulike presents the same ad that is formatted differently according to the gadget used by the audience, the report detailed.

Content Amp, on the other hand, leans more to the traditional side. It runs its own web network and markets native ads for brands. The UK-based firm also creates native ad campaigns for its clients, VentureBeat reported.